Long live the gatekeepers

Gatekeeping is a Unique Value Proposition ✎ By Wayne K. Spear

Content marketers have a big problem.

Over 95% of website visitors aren’t paying attention. They don’t “engage,” they don’t “convert.”

They land on a web page, and they move on.

Ask any marketing pro. You have, at best, five seconds.

1 … 2 … 3 … 4 …

… and they’re gone.

Forever.

It was a case of cosmic improbability that they were ever on your website in the first place. There are hundreds of millions of websites in the world. Every day there are many thousands more.

Every Google keyword search is the spinning of a giant roulette wheel. And keyword searches are what’s driving most traffic to most websites.

This is why we have Internet content marketing.

And it’s getting tougher every day for the marketers, as more online content generates more market fragmentation.

But not really. The Internet is, in fact, tiny.

Tiny?

Yes, tiny—because most of the Internet doesn’t matter. The marketing people have confirmed this, over and again.

We skim and then skip over 99% of it. How much of the Internet do you really use?

Maybe one one-hundredth of one percent?

In reality there are a few major “channels” on the Web, just as there were a few major players in the days of Old Media.

We’re not yet finished sorting out who the big players are going to be, but there will be big players.

And so, our topic today is: the common wisdom is all wrong.

There are still gatekeepers. There are going to be gatekeepers. And gatekeepers matter—maybe, in fact, more than ever. Because the gatekeepers simplify, and make sense out of, the tangled information jungle.

This is the textbook definition of marketing—having a unique value proposition.

Gatekeeping is a Unique Value Proposition.

Google is a gatekeeper. It’s not the only one, but it’s one of them. And we love it because it is a gatekeeper.

How do you cut through the noise? How do you identify and connect with an audience? How do establish your brand in a crowded marketplace?

These are marketing questions, and the answer is: become a gatekeeper.

Plus ça change, plus c’est la même.

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